Initiative wins Athlete’s Foot after OMD tells client to find itself another agency

Initiative has been appointed the media agency for national footwear company The Athlete’s Foot after a competitive pitch.

The Athlete’s Foot has an estimated spend of $3.5 million and the account was previously held by OMD – which says that it ditched the client late last year.

Initiative will handle media strategy, planning and buying assignments across all media, with the primary aims of “accelerating awareness of the entire brand platform” and driving traffic to stores.

The Athlete’s Foot ‘s creative agency is BMF. Michael Cooper, managing director of The Athlete’s Foot said: “The agency has a strong track record in working collaboratively with other communications specialists and this is key with our business.”

The Athlete’s Foot has about 130 franchisee-operated stores across Australia.

5.50pm update:

A spokesman for OMD told Mumbrella: “We asked The Athlete’s Foot to consider a new agency back in October as we weren’t convinced continuing to work together was mutually beneficial any longer.”



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